As the state’s largest single source of private capital—visitor spending totaled $15 billion last year—and the biggest generator of jobs among major economic sectors, tourism is indispensable to Hawai‘i’s economy.

“Sustained success in tourism is a team effort,” says George Szigeti, president of the Hawai‘i Tourism Authority, the state agency responsible for implementing strategic marketing initiatives in support of Hawai‘i tourism. “Hawai‘i’s travel industry partners have been brilliant in consistently meeting the expectations of visitors. Their collaborative devotion to excellence is the impetus behind Hawai‘i’s record totals.”

Adapting to the rapidly changing tourism marketplace has been key for the executives driving Hawai‘i’s most important industry. “Global travel and the interests of consumers are evolving, and Hawai‘i is adapting to how we reach them,” says Szigeti, whose work at HTA includes recently launched marketing campaigns utilizing drones, virtual reality and facial recognition technology.

From interactive software to adventure tours and environmental initiatives, industry leaders are finding innovative ways to deliver an authentic visitor experience to newcomers, returning guests and a new generation of adventurous, tech-savvy travelers.